OE Elevator Company Marketing Strategy Research

OE Elevator Company is the largest Chinese subsidiary of Otis Elevator Company,the largest elevator manufacturer in the world.At present,while OE Elevator Company is ranked as one of the top five elevator companies in terms of market share in Chinese market,it still lags behind its major competitors,including such foreign brands as Mitsubishi,Hitachi and Kone.Confronted with the competitors that have their own advantages and the increasingly competitive market environment,how to effectively develop marketing strategies and improve the marketing ability of OE Elevator Company is an urgent problem.Guided by theories of marketing strategy,this paper first utilizes PEST Analysis and Porter's Five Forces Model to analyze the external marketing environment of OE Elevator Company and sum up the opportunities and threats confronted by the company.And then,the strengths and weaknesses of the company are summarized through analyzing the internal marketing environment of the company.By further analyzing the market segment of the company,its target market and market positioning are determined,that is,OE Elevator Company should select residential elevator market,which is a relatively larger market segment,as its target market and position its products as "green,energy-saving,and safe elevators".Based on the summary of above analyses,this paper draws conclusions,develops mixed marketing strategies in terms of products,prices,channels and promotion and puts forward safeguard measures for the implementation of marketing strategies,that is,only by establishing an excellent enterprise culture,enhancing the talent training,normalizing the internal management of the company and increasing investment in product technologies can the smooth implementation of OE Elevator Company's marketing strategies be guaranteed,thus effectively facilitating the increase of its market share.